More than one-third (36%) of smartphone video viewers say they watch long-form video (five minutes or longer) daily or more frequently, according to a recent report from the Interactive Advertising Bureau and On Device Research.

The report was based on data from a survey of 4,800 consumers in 24 countries who own a smartphone and watch videos on it.

Some 58% of respondents say they watch short videos (under 5 minutes) daily or more frequently.

Other key findings from the report include:

  • 35% of respondents report watching more video on their smartphone compared with last year; this percentage is even higher in the US (50%), Canada (42%), New Zealand (42%), South Africa (42%), and the UK (40%).
  • 53% of respondents say they often or sometimes watch mobile video while watching TV.
  • 48% of respondents only or mostly use mobile apps to watch video on their smartphone.
  • 68% of respondents share the videos they watch on their smartphones; 42% say social media is a way they often find the videos they watch on their smartphone.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji